If you currently work for Brown-Forman, please apply by clicking the Careers icon on the Workday portal.
Meaningful Work From Day One
This role sets the vision, objectives, and strategies for one of the most iconic brands in the world and one of the strategic pillars within Brown‑Forman Italy portfolio: Jack Daniel’s. The Senior Brand Manager is the key strategic partner to the Head of Marketing, responsible for brand strategy, business development, prioritization, and resource allocation. The role leads the development of annual and long‑term strategic brand plans for Italy, working closely with cross‑functional teams and global/regional brand partners.
The working style for this role is 4 days working from the office with Fridays working from home.
What You Can Expect
Develop and implement the Marketing Plan for Jack Daniel’s Family of Brands
Deliver a comprehensive diagnosis of brand performance, opportunities, and competitive dynamics.
Define marketing priorities, objectives, strategies, action plans, and KPIs.
Build strong collaboration with global brand teams to align on long‑term strategic direction and contribute to global strategy development, given the importance of the Italian market.
Lead the media agenda, ensuring relevant communication across all key touchpoints.
Work closely with Trade Marketing and Sales to align priorities and activities across Off‑Trade, On‑Trade, and E‑Commerce, sharing a unified agenda.
Lead the development and flawless execution of campaigns and activations with external agencies, ensuring compliance with BF guidelines and legal requirements.
Continuously track and improve brand activation quality and brand experience delivered in market.
Act as the brand guardian, ensuring all consumer and customer communication is consistent with brand rules and compliant with Italian regulations.
Actively seek consumer, brand, and business insights to inform strategy and identify emerging trends.
Lead consumer research in collaboration with Insight team.
Analyze monthly Consumer Takeaway and brand health metrics to extract actionable insights.
Conduct regular market visits (on‑trade and off‑trade) to gather observations and strengthen market understanding.
Support the management and delivery of the P&L for Jack Daniel’s Family of Brands in Italy, in collaboration with Finance and Head of Marketing.
Lead the development of the A&P budget required to deliver agreed targets, ensuring optimal allocation and regular tracking.
Be an expert in the financial elements impacting the P&L and investment efficiency.
The Senior Brand Manager manages:
1 Brand Manager
1 Brand Ambassador
Responsibilities include:
Develop and motivate team members, ensuring high engagement, strong communication, and a results‑oriented mindset.
Provide coaching, training, and professional development aligned with BF values.
Ensure effective onboarding and continuous improvement of marketing capabilities.
Promote collaboration, creativity, and best‑in‑class execution across the team.
Build strong relationships with Sales, Trade Marketing, Finance, Supply Chain, Accounting and Legal.
Ensure alignment and integration of brand strategy across the organization.
Communicate Jack Daniel’s strategy internally and bring commercial teams on board.
Share learnings and insights across departments to strengthen cross‑functional collaboration.
Responsibilities/approximate priority split:
Strategic Planning: 40%
Brand Plan Implementation: 30%
External/Internal Stakeholder Management & Alignment: 20%
Business Analysis: 10%
What You Bring to the Table
Demonstrable experience in FMCG marketing, preferably in Spirits.
Proven track record of delivering brand growth in highly competitive environments.
Strong experience in developing and executing TTL communication plans (ATL, digital, social, PR).
Solid business acumen, understanding of P&L and budget management.
Experience managing agencies, creating briefs, and providing constructive feedback.
Proficiency in Nielsen analysis and market data interpretation.
Experience developing media plans and tracking KPIs.
Fluent in English, oral and written. Italian is equally important (but not mandatory)
Experience in beverage and premium brands.
Strong understanding of the Italian On‑Trade channel dynamics.
Experience in digital and social media campaigns.
Knowledge of e‑commerce and omnichannel strategies.
Portfolio management experience.
Superb creative flair and passion for building iconic brands.
Superior communication skills (influencing, listening, presentations, written).
Strong analytical skills, commercial savvy, and solution‑oriented mindset.
Ability to build strong relationships at all levels with high stakeholder awareness.
Who We Are
We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.
What We Offer
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
#LI #jackdaniels
Requisition Type:
Employee
Management Level:
Leader
Global Job Level:
L2
Number of Openings Available:
1
Brown‑Forman Corporation is a global leader in the spirits industry, responsibly building exceptional beverage alcohol brands for more than 155 years. Headquartered in Louisville, Kentucky, we are guided by our founding promise, “Nothing Better in the Market.” Our premium portfolio includes the Jack Daniel’s Family of Brands, Woodford Reserve, Old Forester, New Mix, el Jimador, Herradura, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Gin Mare, Fords Gin, Chambord, and Slane. With approximately 5,000 employees worldwide, we proudly share our passion for fine-quality spirits in more than 170 countries.
